© Paul Wells

Skills & Training

Training allows employees to acquire new skills, sharpen existing ones, perform better, increase productivity and be better leaders. Many company successes are those who encourage their employees to achieve and strive to enhance their skills, capabilities and knowledge.

Brand new training opportunities for 2021!

White Cliffs Country is supporting the tourism industry in Dover District to Bounce Back to Business in 2021 with a series of fully-funded online training courses - to help the district to be ready to respond, re-boot, re-build and recover after lockdown.

Available to the hospitality sector and leisure businesses, the courses provided by Dover District Council are designed to boost sales, develop media skills, increase marketing success and deliver excellence in customer service.

Working in partnership with Keep Your Fork, Tourism South East and the England’s Coast Project, the new industry-relevant training programmes will be tailored to local (Dover District) businesses and delivered between the end of January and the end of March, 2021.

Following four vital work streams, available training includes:


The Brand Booster Programme (Trainer Led)

Delivered by Deal-based marketing, PR and training specialist Faye Smith (Keep Your Fork) (focusing on the essentials of marketing, social media, PR and attracting media attention to a business).

Click the 'Keep Your Fork' drop-down below for more information.


Welcome to Excellence Programme (Trainer Led)

Delivered by industry experts Tourism South East, these courses focus on delivering excellent customer service to visitors, as well as recognising that everyone is a visitor.

Click the 'Welcome to Excellence' drop-down below for more information.  


Welcome to Excellence (Self Led Course)

Delivered by industry experts Tourism South East. This course is focused on customer service at your own pace.

Click the 'Welcome to Excellence' drop-down below for more information. 


England’s Coast Ambassador

Created by the England’s Coast Project (National Coastal Tourism Academy), and features modules for every region of England’s coastline.  Upon completion, applicants will receive the England’s Coast Ambassador certification.

Click the 'England's Coast Ambassador' drop-down below for more information.


Book quickly!

Places for The Brand Booster workshops and the Welcome to Excellence Programme are limited and to ensure fairness, we will initially limit each business/organisation to one place. Please book quickly to avoid disappointment.

  • England’s Coast Ambassador Scheme

    England’s Coast Ambassador is a FREE online training programme aimed at staff working in a tourism business – especially those in a customer facing role, in White Cliffs Country.

    In just under an hour, you can improve your customer service and help understand the needs of international visitors and show off your certificate at the end of the session!

    The first part focuses on International Visitors and Customer Service and then you can choose one of the coastal destination modules to learn more about the attractions on offer in your local area.

    Sign up to be an England’s Coast Ambassador - englandscoastambassador.co.uk


    Business Support Webinars

    VisitBritain are hosting a series of Business Support Webinars which include some really useful topics and support.

  • Keep your fork

    Marketing, media and PR courses with Keep Your Fork

    ‘BrandBooster’ is a unique, award winning marketing and business development programme created by local marketing, PR and training specialist Faye Smith. Faye has won 13 Awards, including Forward Ladies best Northern home-based business, Sue Ryder Yorkshire Businesswoman of the Year, Red magazine community champion and Guardian Innovation finalist for developing BrandBooster.


    BrandBooster is a tried and tested highly practical approach that develops crucial sales, marketing and public relations, digital and social media skills in growing ‘Solopreneur’, micro and SME businesses.

    We are all living and working in an extremely challenging environment under Covid restrictions. To support and ensure that small businesses in the district are equipped with a toolkit of essential skills, we are offering the six workshops, which will all be focussed, fun and packed with practical and implementable how to tips.

    To enable essential active participant interaction, spaces are restricted to a maximum of 20 place per workshop.

    Workshop 1 - Demystifying marketing

    27th Jan, 12pm – 1.30pm

    Your marketing strategy is likely to need four key strands. Discover the secret to creating a practical, powerful and easy to understand marketing plan covering digital, materials from your business cards to displays, Public Relations and face to face networking.

    1 hour delivery plus 30 min Q&A, led by Faye Smith

    Book your place here


    Workshop 2 - What you need to know about social media and how to use it

    3rd Feb, 1pm – 2.30pm

    In this workshop we will explore social media channels, how to choose the right one for your business and share the secrets of getting the most of these powerful and free marketing tools to save you time and money.

    1 hour delivery plus 30 min Q&A, led by Lindsey Reynolds

    Book your place here 


    Workshop 3 - The five things your website must do

    10th Feb, 3pm – 4.30pm

    In this workshop we look at the essentials your website needs to look great, attract customers and sell well.

    1 hour delivery plus 30 min Q&A, led by Lindsey Reynolds

    Book your place here 


    Workshop 4 - How to do email marketing that works

    17th Feb, 12pm – 1.30pm

    In this workshop we find out how to write a customer newsletter that wins sales, without spending any money and demystify the data protection rules around GDPR, so you don’t fall foul of the new laws.

    1 hour delivery plus 30 min Q&A, led by Lindsey Reynolds

    Book your place here 


    Workshop 5 - How to attract media attention

    24th Feb, 12pm – 1.30pm

    The inside track on ways to gain a steady stream of local, regional and national media attention. Harnessing the secret power of emotional marketing. A reminder of what photographic images are needed to ensure best chance of attracting coverage.

    1 hour delivery plus 30 min Q&A, led by Faye Smith

    Book your place here 


    Workshop 6 - Writing a press release and pitching to the media

    3rd Mar, 1pm – 2.30pm

    We will analyse a successful press release which gained media attention, identify your strongest hook and together draft your first press release and accompanying pitch.

    1 hour delivery plus 30 min Q&A, led by Faye Smith

    Book your place here 



  • Welcome to Excellence

    Welcome to Excellence course opportunities (Customer Service)

    Working with Tourism South East, we are delighted to be able to offer two workshops and some self-paced learning.

    Welcome to Excellence programmes have been created for people working in the service sector including front line employees, managers, business owners, volunteers and students. With courses on a wide range of customer service topics, you’re sure to find a course to meet your requirements.

    Working with Tourism South East we will be offering a range of options to help you maximise new opportunities for 2021.

    Welcome to Excellence as a full course (Trainer led)

    We will be running two full Welcome to Excellence courses. These courses (max 16) are trainer led and take place over two separate days. Each session is around 2.5 hours in length. This is an accredited course, so those who have signed up will need to attend both to receive their certificate.

    Course 1 Exceeding Visitor Expectations

    The Exceeding Visitor Expectations course has been designed specifically for visitor attractions. It combines the expertise of VisitEngland's Visitor Attraction Quality Scheme and the experience of the renowned Welcome to Excellence training programmes to help staff and volunteers avoid the pitfalls of customer service.

    Dates: 3rd February 2021, 10.00 -12.30 pm (first half of course) 10th February 2021, 10.00 – 12.30 pm (second half of course)

    To reserve a place, please email anita.sedgewick@dover.gov.uk


    Course 2 Welcome Host Gold

    Welcome Host Gold uses varied active training styles to give participants the skills and knowledge they can immediately use in the workplace. Interactive learning, group exercises, personal action planning and a host of great tips all help participants to make a real difference to customers' experiences.

    Dates: 3rd March 2021, 10.00 – 12.30 pm (first half of course) 10th March 2021, 10.00 – 12.30 pm (second half of course)

    To reserve a place, please email anita.sedgewick@dover.gov.uk


    Customer Service Excellence course (Self paced)

    This brand new ‘remote learning’ course -'Customer Service Excellence' is self-paced and aimed to complete in the comfort of your own home or at work.

    It consists of 8 modules in the form of downloadable pdf sheets, each covering a different aspect of customer service. Once you have read and worked through the 8 modules (24pgs), participants will complete the 20-minute multiple choice end assessment. Achieve the 70% pass mark and you will receive a Welcome to Excellence certificate.

    The 8 customer service modules:

    • Why customer service is so important
    • Customer insight and service excellence
    • The service offer and the customer promise
    • The customer’s journey
    • Customer loyalty and value
    • Communicating with customers
    • The emotional component of service
    • Resolving problems and improving service

    Once registered we will organise for you to be registered with Tourism South East, who will send you the code to access the training pack.

    To reserve a place, please email anita.sedgewick@dover.gov.uk

    The full content for these courses can be found on the Welcome to Excellence website. https://www.welcometoexcellence.co.uk/training-courses