Public sector digital monetization

 

Challenge:

A destination management organization was leaving money on the table by failing to monetize its data and digital channels.







Solution:

We helped the organization assess and quantify the value of all digital and digitally impacted assets, and implemented a 2 year strategy for monetization.

  • We focused on easy wins first, and aligned existing channels of monetization and identified operational efficiencies that could be translated to revenue immediately

  • We identified private and public sector monetization best practices and examined them against the current activities of the organization

  • We used predictive data analysis prioritized a list of potential activities that could harness the highest economic impact and aligned them to overall organizational goals

  • We helped to develop a medium-long term strategy that balanced the agency’s mission, editorial and membership needs with ambitious commercial goals

  • We advised on structural organizational changes to optimize ownership of monetization activities in line with private sector best practices

  • We helped to recruit a commercial director with relevant experience in designing, negotiating and structuring strategic partnerships and commercial deals

  • We helped align non digital assets that are or can/ should be impacted by digital activity and inserted them into the monetization strategy for the organization

  • We helped the agency to optimize its portal, social media channels and CRM, including by introducing new digital tools which provided more valuable data collection and insights



Results:

  • Within 6 months we increased digital asset monetization by 35%

  • Within 2 years, the agency had grown its annual revenue from digital channels by over $3m per annum

  • in the process, we created 6 new revenue streams for the organization and multiple private sector partnerships

+35%

digital asset monetization in first 6 months

$3M

ORGANIZATIONAL digital asset revenue within 2 years