Colac Otway Shire Digital Support Program
Colac Otway Shire needed a targeted program to aid in the digital transformation and increase of digital literacy of local small businesses within the region. Understanding that the region experienced a low uptake of digital tools during a time (Covid pandemic 2020-2021) when participation in the digital economy was increasingly important for the survival of small to medium businesses (SMEs), a different approach was needed to ensure both participation and adoption of tools was implemented as well as an increase in knowledge and confidence to use them.
25eight proposed a six-month program that was designed to build capability in strategy, growth, digital and innovation knowledge and skills, support business owners to develop 90-day action plans, train them throughout the implementation period and provide mentoring and guidance to ensure the adoption of tools and confidence to continue to utilise them in their business.
23 participants completed the six-month program, with a further 7 participating in an express program with more 1:1 support. Participants were assessed on a comprehensive rubric that measured their understanding and application of business strategy, marketing and sales, customer experience, digital, digital tools, and business operations. Benchmark data was also collected on business metrics, such as the number of customers, revenue, number of bookings, and hours spent in the business.
At the mid-way stage of the six-month program, there had been an average of 80% increase in knowledge and skills against the initial assessment and a 100% increase in confidence. Whilst participants were still implementing their first of the two 90-day action plans, many had made impressive progress. A collection of examples are shown below.
The program's second half focused on supporting participants to complete and review their first 90-day action plan whilst creating the focus for their next 90-day program. They’ll receive mentoring to continue guiding them as they start to do more independently. For many, this means getting out there and building awareness for their digital presence, and they now have the confidence and capability to do that.
By the end of the program, our unique business assessment rubric measured that participants had increased their knowledge and skills in business strategy, marketing and digital on average by 109%, with the highest measured increase at 660%. 100% of participants had a measured increase in confidence. The participating businesses now experiencing growth seek support in areas of recruitment and staff training, finances and more sophisticated digital tools to help them reach their business goals.
Establishing an online presence
Using digital to make it easier to book
Janelle had been using Facebook and Instagram to promote her business, however, really wanted to focus on engaging more wedding orders.
With a skeleton website built by 25eight and training and support to Janelle on how to use it, she now has a beautiful website to drive visitors to that she can self-manage.
Ami chose and installed an online bookings tool to make it easier for her to attract and manage bookings of her accommodation.
She received two bookings in the first 24 hours she had it live on her website, and is now focussing on a content strategy to drive more direct bookings on her site.
What the program has supported
Not just participation in the digital economy, but clarity and strategies for participation and increasing their confidence so they can do it themselves.
The program is now complete and many of the participants have completed strategies and action plans to achieve new goals for their business.
With businesses from Retail & Arts, Hospitality & Tourism, Construction & Landscaping, Health & Wellbeing and Services
We assessed and re-assessed participants' knowledge and skills throughout the program to demonstrate their progress. When comparing against the initial assessment, results showed that participants had increased their knowledge and developed skills in strategy, marketing and digital. 100% of the participants had a measured increase in their confidence.
Not all results can be seen just yet, which is why a support program like this takes time. Many participants have competing priorities in their life, which for many is the reason they started their business in the first place. For most, the sense of clarity about why to and what to do is the biggest benefit, along with the support to teach them how to do it. Essentially, this ensures long term impact.
Like many creatives, Deb is always competing with creating her art versus the running of her gallery, sales of her work and maximising occupation in her accommodation.
When Covid hit, she realised she hadn’t had an updated website in a long time. She felt she was capable of using the digital tool, she just needed some guidance and support to help her utilise it for online sales.
Deb gained clarity about what was the most important aspects for her (selling her own artwork and services) and following a session mapping her user journey, she was able to update her website. With guidance, she added an e-commerce functionality whilst removing distracting information. Deb still has a bit of work to go, but is now confident to set up her data analytics and focus her next action plan on driving people to her site.
Adding structure to the online sales process
Creating messaging, lead magnets and email marketing
Linnet has really put in the hard yards to clarify her vision for her business, who she serves and what value she can provide. She’s gotten really focused on what she wants to do and offer.
After spending her time on her strategy, she was then able to map out the user journey for her website and make significant website updates.
As well as creating a really clear offering, she has been working on creating a digital lead magnet and delivering this via email marketing.
She has been able to set up and implement several digital tools that will help her in this process.
