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Graduate gives online marketing boost to two top Cornish Hotels
15.03.10
A graduate employed through the Convergence investment Unlocking Cornish Potential scheme has used her expertise in online marketing to launch two Cornish hotels into the world of social media, and is now using online video to promote the hotels’ food, leisure facilities and events with the help of video production company Sideways Cornwall.
Gemma Ford was employed as Marketing Co-ordinator for the award-winning Bedruthan Steps Hotel and its sister hotel, the new luxury boutique eco-hotel, Scarlet in June 2009. After successfully launching Twitter and Facebook accounts for both hotels, Gemma was contacted through Twitter by Emily Brogden Director of Sideways Cornwall, who then produced a 3 minute video for Scarlet’s homepage to showcase all the various aspects of the hotel in high definition video. The video has already received over 7,000 clicks and gained interest in the hotel from online reviewers, bloggers and journalists.
Unlocking Cornish Potential has received ESF (European Social Fund) Convergence investment. A Combined Universities in Cornwall scheme it places graduates with businesses in Cornwall for up to one year and offers support including mentoring from experts in their fields.
Carleen Kelemen, Director of the Convergence Partnership Office for Cornwall and the Isles of Scilly said, “It is fantastic to see an innovative graduate bringing a fresh approach to marketing both new and established Cornish businesses. Gemma has embraced her role and delivered beyond expectations, utilising her passion and enthusiasm for social media to ensure both hotels are a shining example of the strength of the Cornish tourism industry.”
After the success of Scarlet’s video, Gemma, who also teaches yoga at Scarlet, worked with Sideways to produce a series of yoga films for use in the Spa, and in February Scarlet’s Head Chef Ben Tunnicliffe will feature in a series of monthly video podcasts by Sideways showcasing talented Cornish chefs. Gemma has also used her passion and knowledge for social media by becoming a volunteer for Twestival Cornwall 2009, a Twitter charity festival which with Gemma’s input was held at Bedruthan Steps.
Claire Invest, Marketing Manager at the Scarlet and Bedruthan Steps said: “UCP gave us a platform on which to make graduates aware of the businesses and the opportunities which we can give them. UCP has helped us find the perfect candidate for the role in Gemma. The ongoing support and training is further developing her skills and will bring a long term benefit to the business.”
Gemma graduated in 2006 from the University of Exeter - one of the Combined Universities in Cornwall partners - with a BSc in Psychology. After graduating she spent two years in London working in the online marketing industry. However, it was her plan to return to the South West when the right job came up.
She said "After working in central London for two top online marketing agencies, I wanted to move to Cornwall for a complete lifestyle change. I had heard about the Scarlet whilst still in London, and there was a real buzz surrounding it. When I saw the job advertised with UCP I knew that it was the one to go for, a role where I could utilise my online marketing skills for both an innovative new Hotel as well as the established and award-winning Bedruthan Steps.
Being part of the UCP scheme made the transition from London to Cornwall much less daunting and offers so much more than just a job. UCP have been hugely supportive, through both the mentoring and training I have received, as well as enabling me to meet, socialise and network with other graduates, I couldn’t have hoped for more.
“The amount of time people have spent on the homepage since the video went live has increased by a huge 43%, this is nearly doubling the time visitors to the website spend interacting with the Scarlet brand which is hugely valuable from a marketing point of view.”
Colin Milroy, Unlocking Cornish Potential project manager said: “Gemma has really embraced the UCP project focused approach and has maximised the business skills training and specialist mentoring that is provided. Gemma has taken advantage of the excellent networking opportunities which is part of the ‘UCP experience’ and has underlined the importance of Social Marketing focusing upon client and associate ideas, attitudes and behaviours to promote both Hotels as lifestyle destinations”.
For further information contact:
Gemma Ford
Scarlet Hotel and Bedruthan Steps
01637 860555
gemma.ford@scarlethotel.co.uk
Emily Brogden
Sideways Cornwall
01209 204257
emily@sidewayscornwall.co.uk
Clare Morgan
Media Relations Manager
Convergence Partnership Office for Cornwall and the Isles of Scilly
01872 241379 / 07973 813647
cmorgan@cornwall.gov.uk
Editors’ notes:
Convergence helpline telephone: 0800 0280120.
In Cornwall and the Isles of Scilly the Convergence programmes are made up of European Regional Development Fund (£347 million) and European Social Fund (£153 million) Convergence Programmes will run until 2013 and follow the successful Objective One Programme and prior to that Objective 5b.
The European Social Fund Convergence Programme Managing Authority is the Department for Work and Pensions, supported by Government Office South West.
The ESF Operational Programme is targeted at tackling barriers to work, improving workforce skills and research and graduate activity.
