Business tourism communications

The toolkits and supporting templates below offer comprehensive advice and best practice around creating a communications strategy and plan, setting and measuring goals, and measuring performance of communications activity that delivers the greatest impact. You will also learn about building business tourism audience personas and best in class content; the effective management of social media channels and PR to ensure your messages reach the right audiences, for optimal impact on business performance through the pandemic.



Download a complete set of personas with associated phased messaging for targeting meeting planners and ambassadors for Business Tourism. [PDF 542kb]

Use these personas to get to know your audience including their perceptions of Ireland and work-related challenges.

Download an overview of Fáilte Ireland’s Business Tourism Destination Communications Strategic Matrix. [XLSX 95kb]

Use this matrix to align your comms strategy or create your own for your business with key strategic information from brand vision and objectives to audiences, proof points, messaging and channels.

Download this communications strategic matrix to complete a comms strategy for your organisation. [XLSX 86kb]

This all-encompassing excel matrix can be populated with your organisation’s brand vision and purpose, audiences, messages, channel strategy and much more.

Download this convenient communications template to create a communications plan tailored to your business. [XLSX 21kb]

Use this communications template to bring structure and create a schedule for your messaging and content to audiences via key channels.

Download this social media calendar template and tailor it for your organisation.   [XLSX 17kb]

Use this calendar template to populate with your key social channels, posts and links to visual assets

Download this Social Media Audit template to benchmark and track social media posts, frequency and engagement. [XLSX 19kb]

Your organisation can also use this tool to identify popular content for each social channel.

Download this PR activity log to keep track of coverage in target publications. [XLSX 23kb]

Use this template to log PR activity including key messages and assign scores to rate your organisation’s coverage.

Download this editable SEO Checklist to get your website optimised for search engines. [PDF 617kb]

This editable checklist is a comprehensive tool to assess your SEO implementation, identifying gaps and opportunities. It can be used as an internal document or in conjunction with your SEO agency.

Download this Budget template to plan and manage paid activity including budgeted and actual spend for social media, advertising and PR. [XLSX 19kb]

Use this budget template to monitor spend and track ROI on communications activity.